A clear brief makes room for a better film.

1. Define the decision the film should support

Who will watch it, what should they understand, and what should they do next? A product launch, a brand introduction and a short paid-social ad ask different things of a film. Name one primary objective and the audience it matters to.

2. List where it will run

Include channels, target markets, runtime, aspect ratios and the number of versions. State language or subtitle requirements for discussion. Separate a main film from its cutdowns so the quote reflects the actual delivery, not just the longest edit.

3. Share the material that defines the brand

Bring the brand guidelines, approved product information, existing script if there is one, and visual references. Explain what you like in each reference: its pacing, lighting, framing or tone. For product videos, identify packaging, logos, proportions and claims that must be represented accurately.

AI production needs deliberate choices about visual consistency. Exact product detail, text and repeated characters should be discussed early so the proposed approach can be assessed against the brief. References communicate the intention; they do not guarantee a particular result.

4. Understand what changes the cost

Runtime, the number of scenes and settings, character work, script development, finishing and the number of delivery versions all affect scope. A single product film and a campaign with several environments and formats are different production jobs.

F5 Refresh quotes against the brief rather than publishing a universal price. Share the budget you are working within and identify what is essential. Ask for a clear deliverable list and review scope so proposals can be compared on the same basis.

5. Plan the review time as well as production

Give the launch date and any earlier dates for media handover or internal approval. Identify one person to consolidate feedback and the stakeholders who must sign off. F5 Refresh uses pre-production, production and post-production approval stages; the project schedule should account for those decisions.

Scope, deliverables, timeline, revisions, usage rights and confidentiality arrangements are agreed before production. The schedule depends on the agreed scope. Changes to a script or visual direction after approval can affect the work that follows. Confirm the effect on delivery and cost before expanding the brief.

6. Confirm the handover

List the final formats, versions and technical specifications needed by your media or publishing team. Flag music, supplied assets, usage requirements and any permissions that need discussion before production. Your proposal will specify the deliverables and usage rights included in your project. Any requirements for exclusivity, source files, or third-party permissions will be discussed and agreed before production.